Tag Archives: Lem Lloyd

Lem Lloyd’s Move to FixYa: Q&A Sites as Content Marketing

People are getting excited about Content Marketing again this year, with Website, mobile and video editorial content, ratings and reviews, promotions and listings broadening the content farm/search ranking algorithms segment we saw several years go.

Q&A sites are a key component of the new content marketing, driving user generated content, participation and sticky usage. A big believer in them is former Yahoo and Knight Ridder/Digital Cities exec Lem Lloyd, who has just joined Q&A site FixYa as Chief Revenue Officer.

Lloyd notes that FixYa, a company with Israel and Bay Area offices, has 30 million unique visitors in the U.S. and abroad, drawing real scale around “passionate” subjects ranging from high end auto repair to Dyson vacuum cleaners. A search on “brakes” in the Chicago DMA, for instance, got 52,000 searches. “They are devoted to the brands, and making (their products) work,” he says, noting that the site has “some of the highest CPC and RPM” in the industry.

Lloyd argues that while the content is brand-centric, it is also intrinsically local. The site is ultimately focused on local intent, he says. The next steps are to use the site’s 17 million questions to build “a scalable marketplace,” in part by syndicating the content to media sites, he says. Some of that effort will spring from the site’s analytics, which reveal what people are looking for.

Yahoo’s Lem Lloyd on Gannett/Yahoo Deal

Gannett’s local newspapers and TV stations will begin selling Yahoo inventory, considerably boosting the size of Yahoo’s local sales efforts. The deal, which involves 81 newspaper organizations and seven of its 23 TV stations– is similar to the efforts of Yahoo’s 800 member Newspaper Consortium.

But Gannett, notably, is staying separate from the Consortium. In part, Gannett was concerned that contract was newspaper specific. (even though Media General and Freedom Interactive, which both have added TV stations, seem to work within it). The timing for originally joining the Consortium also wasn’t good, as Gannett was still backing CareerBuilder while the consortium was launched with Yahoo Hot Jobs.

Yahoo VP of Channel Sales Lem Lloyd has been working on projects with Gannett for over a decade, starting when he was an executive at Knight Ridder and they co-owned verticals ranging from CareerBuilder to Cars.com. “When the corporate entity puts a focus on something, they have a great ability to have local properties execute.strong sales and execution,” he says.

Lloyd adds that both entities are committing major resources to the new effort. “Gannett is in an especially strong position to help due to its portfolio of smaller media markets, which typically fall from DMAs 75-200,” says Lloyd. “It is a great proving ground for selling more sophisticated advertising to local businesses.”

What isn’t involved is Gannett Local, a separate venture designed to sell search solutions to SMBs. Tribune also recently launched a local search arm. Lloyd notes that the Yahoo deal won’t be at all search oriented.

Yahoo: Newspaper Consortium Cutting Into Broadcast Ad Dollars

The Yahoo Newspaper Consortium is seeing new ad dollars coming in, primarily for its behavioral targeted campaigns, which accounts for 90 percent of its business, per Yahoo VP Lem Lloyd. Lloyd oversees the program for Exec VP Hilary Schneider. (Both were featured this weekend in a glowing report in The New York Times, complete with picture).

Lloyd says that newspapers selling Yahoo solutions are seeing a “share shift. They’re taking money from broadcast and outdoor (advertising). Lots of local advertisers are opening up traditional ad spending budgets” and seeking alternatives.

Local advertisers have typically bought certain GRPs (gross rating points) on TV, or outdoor. But with sales down and costs up, “they’re rethinking that,” says Lloyd. “They’re open to a story that combines the local newspaper and Yahoo together.” The consortium offer can “match the audience reach of broadcasters, coupled with “the premium targeting that behavioral campaigns offer.” All for a significant discount.

At this point, most of Lloyd’s assessment is anecdotal and hasn’t been internally quantified. But the word on the street is highly positive – at least, on Yahoo’s street. “Advertisers would be predisposed to say it isn’t working, to get a better deal,” says Lloyd. “But they say: ‘Hey, we sold a lot more cars.’”

He sees more evidence via the high click through rates. Generally speaking, the average click through rate is .34. “But we’re seeing ‘multiples’ of that.”

At the newspaper level, of course, the tallies can definitely be quantified. Among the 50 newspapers that are actively selling the program, “more than ten newspapers have sold more than $1 million. Several sold more than $2 million.” Interestingly, Lloyd says the size of the newspaper in not necessarily an indicator as to how to well the campaign will do.

“We saw a 69,000 circulation paper get $1.8 million in one week,” says Lloyd. “Another paper with a circulation of 33,000 got $350,000. It is more about sales leadership.”

The New York Times photo of Lloyd with Exec VP Hilary Schneider